{"id":7737,"date":"2017-06-29T00:00:34","date_gmt":"2017-06-29T00:00:34","guid":{"rendered":"http:\/\/mosaiking.com\/?p=259"},"modified":"2017-06-29T00:00:34","modified_gmt":"2017-06-29T00:00:34","slug":"posa-en-valor-allo-que-facis","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/posa-en-valor-allo-que-facis\/","title":{"rendered":"Posa en valor all\u00f2 que facis"},"content":{"rendered":"

\u2026
\nMi primo, que tiene un bar, desde siempre me ha dicho,<\/em><\/span>
\n y me consta que todo lo dice de muy buena fe:<\/em><\/span>
\n tanto tienes, tanto vales<\/em><\/strong>, no se puede remediar.<\/em><\/span>
\n si eres de los que no tienen, a galeras a remar.<\/em><\/span>
\n \u2026<\/span>
\n Como un burro amarrado en la puerta del baile<\/em>
\nEl \u00daltimo De La Fila
\nAstronom\u00eda Razonable<\/em><\/a><\/span><\/p>\n

 <\/p>\n

Tant el t\u00edtol com el grup reflecteixen el que molts intentem amb m\u00e9s o menys dificultat:\u00a0el fet de no perdre la il\u00b7lusi\u00f3 de cada dia en all\u00f2 que fem.<\/strong>\u00a0De mena s\u00f3c optimista i com sabeu m\u2019entusiasma la publicitat, per\u00f2,\u00a0aquell per\u00f2 de sempre<\/em>, moltes vegades em costa fer entendre el valor que t\u00e9. Per aix\u00f2 a voltes val m\u00e9s cantar\u2026<\/span>
\n Som el que fem i com ho fem, personal per\u00f2 tamb\u00e9 professionalment. Cont\u00ednuament estem fent coses, millors o no tant\u2026 Les fem perqu\u00e8 som com som o som com som per qu\u00e8 les fem com les fem? Les fem. I oi que les fem el millor que sabem? Doncs aix\u00f2 ja t\u00e9 un valor. El que passa, \u00e9s que quan ofereixes intangibles, costa m\u00e9s fer entendre-ho. All\u00f2 que es deia abans que els publicitaris venem fum\u2026<\/span><\/p>\n

Recordeu aquell anunci de targetes de cr\u00e8dit on, despr\u00e9s de mostrar tota una s\u00e8rie d\u2019articles i el seu corresponent preu i tancava dient: hay coses que el dinero no puede comprar, para el resto Master Card. El recordeu, oi?<\/span><\/p>\n

Vivim en una societat on ens pensem que tot pot ser mesurat en termes quantitatius, per\u00f2 no tothom ent\u00e9n que el que no \u00e9s mesurable, tamb\u00e9 t\u00e9 un valor, per tant, tamb\u00e9 ha de ser remunerat.<\/span><\/p>\n

La bona fe que diu la can\u00e7\u00f3, gira entorn de l\u2019honestedat, a saber fer veure al client que no l\u2019enganyar\u00e0s\u2026 Quan un client et diu\u00a0No et segueixo<\/em>, t\u2019est\u00e0 dient que no t\u2019ent\u00e9n o que no et vol entendre?<\/span><\/p>\n

Fa uns mesos em va passar una cosa curiosa. Ja sabeu que tinc la d\u00e8ria d\u2019explicar-vos qu\u00e8 em passa. Un petit negoci de restauraci\u00f3 volia invertir en xarxes socials i em va demanar assessorament. Li vaig explicar (30 minuts al tel\u00e8fon, no us enganyo) en qu\u00e8 consistia una campanya a xarxes. Que hi havia una quantitat pel Sr. Facebook i una pel Sr. Twitter (el que abans en d\u00e8iem compra de mitjans, o l\u2019equivalent a \u201cpagar\u201d la televisi\u00f3 o la r\u00e0dio), i un cop ten\u00edem clara la inversi\u00f3 en mitjans, calia pensar en la campanya i en l\u2019estrat\u00e8gia de publicaci\u00f3.<\/span><\/p>\n

La campanya! I l\u2019estrat\u00e8gia! Que no \u00e9s poca cosa: el contingut m\u00e9s la inversi\u00f3 m\u00e9s la publicaci\u00f3 segmentada correctament perqu\u00e8 arribi al seu target. Fer aix\u00f2, no \u00e9s un pim-pam, requereix temps i estrat\u00e8gia.\u00a0No et segueixo<\/em>, repetia el client. Doncs mira que \u00e9s f\u00e0cil: si Zuckerberg pret\u00e9n que Facebook es converteixi per si mateix en un mitj\u00e0 de comunicaci\u00f3 esdev\u00e9 un valor que requereix un ROI (c\u00e0lcul del retorn de la inversi\u00f3) molt m\u00e9s acurat perqu\u00e8 el client no tingui la sensaci\u00f3 d\u2019estar llen\u00e7ant els diners al contenidor de les escombraries. Que \u00e9s m\u00e9s important, que el teu client vegi l\u2019anunci a Facebook o que l\u2019anunci sigui prou contundent i comunicatiu perqu\u00e8 s\u2019entengui. Amics, ambdues coses!<\/span><\/p>\n

John Wanamaker, el publicista del s. XIX va declarar: \u201cLa meitat dels diners de la despesa en publicitat es malgasta, el problema \u00e9s que no s\u00e9 quina meitat\u201d.<\/span>
\n Aquesta \u00e9s la meva feina: fer que les teves marques comuniquin el que vens i el teu p\u00fablic les vegi.<\/a>\u00a0<\/strong>\u00a0Aquest \u00e9s el meu valor. I el teu, tens clar quin \u00e9s?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

\u2026 Mi primo, que tiene un bar, desde siempre me ha dicho, y me consta que todo lo dice de muy buena fe: tanto tienes, tanto vales, no se puede remediar. si eres de los que no tienen, a galeras a remar. \u2026 Como un burro amarrado en la puerta del baile El \u00daltimo De […]<\/p>\n","protected":false},"author":1,"featured_media":7639,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","_joinchat":[],"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[11],"tags":[],"class_list":["post-7737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mosaiking-comunicacio","entry","has-media"],"yoast_head":"\nPosa 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